Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
WHAT YOU MEASURE,
MATTERS
Lorraine Ball | Roundpeg
WHAT SHOULD YOU
MEASURE?
Visits | Views | Conversion
VISITS
If you build it, will the come?
Metric: Sessions (Visits)
• Objective: More visits than a year ago
Metric: Visits
• Where do visitors come from?
Where Does Traffic Come From?
Organic Search Direct Referral Social Email
Action : Target Each Source
• Increase
– Direct traffic with off line activity
– Organic traffic with content
– Referrals ...
VIEWS (INTEREST)
People come, now what?
Metric: View
• Objective: At least two pages per visit
• Common mistakes
– Too many choices
– Slow load speed
– Non-respon...
Metric : Interest
• What attracts people
– Landing pages
Page % of
Traffic
/ (Home Page) 38%
/2009/11/do-whole-house-humid...
Metric: Interest
• What are people interested in
– Most popular posts
– Path – Do you have internal links
Common Mistake: Interest
• Common Mistakes
– Old, thin or unoriginal content
– Not treating your website as the center of ...
Action: Create Clear Path
Action: Create a Clear Path
Conversion
• Contacts and inquiries
• Newsletter signups
• Service requests
Action: Increase Conversion
• Give people something to do
– Add downloads, check lists and surveys
– Create web based offe...
Stay in Touch
Lorraine Ball.
lorraine@roundpeg.biz | @lorraineball
www.roundpeg.biz
Facebook.com/roundpegindy
Upcoming SlideShare
Loading in …5
×

of

What you measure matters Slide 1 What you measure matters Slide 2 What you measure matters Slide 3 What you measure matters Slide 4 What you measure matters Slide 5 What you measure matters Slide 6 What you measure matters Slide 7 What you measure matters Slide 8 What you measure matters Slide 9 What you measure matters Slide 10 What you measure matters Slide 11 What you measure matters Slide 12 What you measure matters Slide 13 What you measure matters Slide 14 What you measure matters Slide 15 What you measure matters Slide 16
Upcoming SlideShare
Measuring what Matters: Do-It-Yourself Analytics
Next
Download to read offline and view in fullscreen.

0 Likes

Share

Download to read offline

What you measure matters

Download to read offline

This presentation was for a group of HVAC Contractors

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

What you measure matters

  1. 1. WHAT YOU MEASURE, MATTERS Lorraine Ball | Roundpeg
  2. 2. WHAT SHOULD YOU MEASURE? Visits | Views | Conversion
  3. 3. VISITS If you build it, will the come?
  4. 4. Metric: Sessions (Visits) • Objective: More visits than a year ago
  5. 5. Metric: Visits • Where do visitors come from? Where Does Traffic Come From? Organic Search Direct Referral Social Email
  6. 6. Action : Target Each Source • Increase – Direct traffic with off line activity – Organic traffic with content – Referrals with directory listings and cross promotion – Social traffic with activity – Create or expand your email list – Consider paid advertising when all else fails
  7. 7. VIEWS (INTEREST) People come, now what?
  8. 8. Metric: View • Objective: At least two pages per visit • Common mistakes – Too many choices – Slow load speed – Non-responsive design – Poor navigation
  9. 9. Metric : Interest • What attracts people – Landing pages Page % of Traffic / (Home Page) 38% /2009/11/do-whole-house-humidifiers-work/ 9% /2013/11/why-does-my-furnace-smell/ 7% /contact-us/ 7% /about-us/customer-feedback-form/ 6% /electrician/ 5% /2013/01/hvac-tax-credits-2013/ 3%
  10. 10. Metric: Interest • What are people interested in – Most popular posts – Path – Do you have internal links
  11. 11. Common Mistake: Interest • Common Mistakes – Old, thin or unoriginal content – Not treating your website as the center of your marketing
  12. 12. Action: Create Clear Path
  13. 13. Action: Create a Clear Path
  14. 14. Conversion • Contacts and inquiries • Newsletter signups • Service requests
  15. 15. Action: Increase Conversion • Give people something to do – Add downloads, check lists and surveys – Create web based offers – Add service renewal and scheduling
  16. 16. Stay in Touch Lorraine Ball. lorraine@roundpeg.biz | @lorraineball www.roundpeg.biz Facebook.com/roundpegindy

This presentation was for a group of HVAC Contractors

Views

Total views

464

On Slideshare

0

From embeds

0

Number of embeds

61

Actions

Downloads

1

Shares

0

Comments

0

Likes

0

×